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Using anonymous Facebook profiles, ICSVE staff found about 170 Facebook profiles of potential ISIS supporters – people that had many ISIS friends or were endorsing, sharing and distributing ISIS materials. Ethically, we decided to carry out an intervention since they may go down a terrible path and harm both themselves and countless others. So, we tagged them with our Breaking the ISIS Brand Counter-Narrative videos, which use titles and thumbnails to look like ISIS propaganda. Without watching them, these ISIS supporters endorsed and redistributed them to their wider circles of influence. When they finally did watch the videos, they cursed us, but we had already infected their territory with a counter narrative—an ISIS insider denouncing ISIS as corrupt, brutal and un-Islamic.

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